Growing Your Business With Social Media - Social Media Club Evansville


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Learn how to grow your business by making yourself findable on the search engines and sharing your expertise with others.

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  • Web Marketing Basics for Small Business Presented by Jay Lane, Jay Lane Media |
  • Growing Your Business With Social Media - Social Media Club Evansville

    1. 1. Social Media Club Evansville Growing Your Business with Social Media Jay Lane, Jay Lane Media LLC [email_address] March 15, 2010
    2. 2. Are You Invisible? <ul><li>If someone were to “Google” you, your company or your type of product/service, what would come up in the search results? </li></ul>
    3. 3. <ul><li>There are several things you can do to increase your chances of being found: </li></ul><ul><ul><li>Develop a good content generation strategy ( Share your expertise) . </li></ul></ul><ul><ul><li>Create the following: </li></ul></ul><ul><ul><ul><li>Facebook company page: </li></ul></ul></ul><ul><ul><ul><li>LinkedIn personal and business profiles: </li></ul></ul></ul><ul><ul><ul><li>Google business and personal profiles: </li></ul></ul></ul><ul><li>All of the items listed above get indexed by search engines and provide quick paths to you </li></ul>Make Yourself Findable
    4. 4. Example Search Results Facebook page LinkedIn company profile LinkedIn profile Google profile
    5. 5. Nine Ways to Share Your Expertise (and be Found)
    6. 6. <ul><li>Set up a blog </li></ul><ul><ul><li>Free Hosted ( </li></ul></ul><ul><ul><ul><li> , </li></ul></ul></ul><ul><ul><li>Standalone ( </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li>Generate rich content – Content is king </li></ul><ul><li>The search engines love blogs </li></ul><ul><li>Educate – Don’t sell </li></ul><ul><li>Commit to a regular schedule </li></ul><ul><li>Create an RSS feed </li></ul><ul><ul><li>Google Feedburner: </li></ul></ul>#1) Start a Blog
    7. 7. <ul><li>What’s a screen cast? A short three - five minute video covering a particular subject matter or demonstrating how to do something </li></ul><ul><ul><li>Captures what you’re doing on screen with audio </li></ul></ul><ul><ul><li>Upload video to and then embed it in your Web site/blog post </li></ul></ul><ul><ul><li>What you need to get started: </li></ul></ul><ul><ul><ul><li>Headset with microphone, $20-$25 cost </li></ul></ul></ul><ul><ul><ul><li>Software </li></ul></ul></ul><ul><ul><ul><ul><li>Camtasia Studio (~$300): </li></ul></ul></ul></ul><ul><ul><ul><ul><li>CamStudio (Open-Source): </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Screenr (Instant Screencasts for Twitter): </li></ul></ul></ul></ul>#2) Create a Screen Cast
    8. 8. #3) Share Your PowerPoint Presentations <ul><li>Put your presentations </li></ul><ul><li>online so others can view, </li></ul><ul><li>download and share them </li></ul><ul><ul><li>SlideShare: </li></ul></ul><ul><li>Connect SlideShare to your LinkedIn profile </li></ul><ul><li>Use a SlideShare plugin for WordPress to embed presentations within a Web site or blog page: </li></ul>
    9. 9. <ul><li>Distribute a regular email newsletter with tips, tricks and other value-added information </li></ul><ul><ul><li>Use an email service provider (ESP) to send emails </li></ul></ul><ul><ul><ul><li>Constant Contact: </li></ul></ul></ul><ul><ul><ul><li>iContact: </li></ul></ul></ul><ul><ul><ul><li>My Emma – </li></ul></ul></ul><ul><ul><ul><li>Electric Mail – </li></ul></ul></ul><ul><ul><ul><li>MailChimp – </li></ul></ul></ul><ul><ul><li>Do NOT distribute via Microsoft Outlook (no tracking data, subscriber management, or CAN-SPAM compliance) </li></ul></ul><ul><ul><li>Sales pitch (if any) should be very soft </li></ul></ul><ul><ul><li>Make sure subscribers can share the content via their social media profiles </li></ul></ul>#4) Publish an Email Newsletter
    10. 10. <ul><li>Write a book about a particular subject matter and offer it as a .pdf download on your Web site </li></ul><ul><li>The E-Book should be available for FREE and without registration (don’t require visitors to give an email address) </li></ul><ul><li>Becomes a great marketing tool </li></ul><ul><li>Write about something that will excite your Web site/blog visitors and make them want to share it with others </li></ul>#5) Write an E-Book
    11. 11. <ul><li>LinkedIn Answers - </li></ul><ul><ul><li>Feature a variety of categories and sub categories: Advertising and Promotion, Business Development, Graphic Design, Mobile Marketing, Public Relations, Sales, Search Marketing, Writing and Editing </li></ul></ul><ul><ul><li>Great way to establish yourself as an expert </li></ul></ul>#6) Answer Questions at LinkedIn Answers
    12. 12. <ul><li>Be helpful. Don’t hard sell yourself or your services </li></ul><ul><li>Comment on others’ blogs </li></ul><ul><li>Share other people’s content </li></ul><ul><ul><li>Link to other’s blogs / content </li></ul></ul><ul><ul><li>“ Re-Tweet” content on Twitter </li></ul></ul><ul><li>Participate in message board conversations </li></ul><ul><li>Monitor the conversations </li></ul><ul><ul><li>Google Alerts: </li></ul></ul><ul><ul><li>Twitter: </li></ul></ul>#7) Participate in the Community
    13. 13. <ul><li>Some great ways to distribute your content: </li></ul><ul><ul><li>Blog RSS feed </li></ul></ul><ul><ul><li>Facebook status updates </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>LinkedIn status updates </li></ul></ul><ul><ul><li>Your email newsletter </li></ul></ul><ul><li>Automate the process </li></ul><ul><ul><li>Download TweetDeck @ </li></ul></ul><ul><ul><li>Automatically push content to your Twitter feeds, Facebook (profile/company page) and LinkedIn </li></ul></ul><ul><ul><li>Publish your blog’s RSS feed on your FB company page & LinkedIn profile </li></ul></ul>#8) Distribute Your Content
    14. 14. <ul><li>Promote your social media profiles </li></ul><ul><ul><li>Your Web site/blog </li></ul></ul><ul><ul><li>Email signatures </li></ul></ul><ul><ul><li>Traditional marketing efforts </li></ul></ul><ul><li>Add some popular buttons/plugins to your Web site/blog: </li></ul><ul><ul><li>ShareThis: </li></ul></ul><ul><ul><li>Tweet This: </li></ul></ul><ul><ul><li>Facebook Share: Get URL from Google </li></ul></ul>#9) Make it Easy for People to Share Your Content
    15. 15. <ul><li>Use URL shorteners to shorten long Web site addresses for social media sites such as Twitter & Facebook that restrict characters </li></ul><ul><li>URL shorteners provide basic usage data (i.e. # of clicks): </li></ul><ul><li>Some example URL shorteners include: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>Use URL Shorteners to Simplify Things
    16. 16. <ul><li>Use Google Analytics to track blog/Web site activity (visits, page views, average time on site, etc.) </li></ul><ul><ul><li>Go to </li></ul></ul><ul><ul><li>Set up Web site profile & get tracking code </li></ul></ul><ul><ul><li>Insert tracking code into your Web site/blog pages </li></ul></ul><ul><li>Use Google URL Builder tool to track incoming links to your Web site/blog: </li></ul><ul><ul><li> ? utm_source =facebook& utm_medium =link& utm_campaign =FB_Page </li></ul></ul><ul><ul><ul><li>utm_source – Used to identify the source of the link </li></ul></ul></ul><ul><ul><ul><li>utm_medium – Used to identify the medium (link, email, ppc) </li></ul></ul></ul><ul><ul><ul><li>utm_campaign – Used to identify a specific campaign in Google Analytics </li></ul></ul></ul>Track What You Can With Google Analytics
    17. 17. <ul><li>You can use Google Analytics and a shortened URL to get more accurate data about your Web site/blog visitors </li></ul><ul><li>Follow these steps: </li></ul><ul><ul><li>Use Google’s URL builder to create your tracking link </li></ul></ul><ul><ul><li>Input the tracking link at to create a shortened URL ( ) </li></ul></ul><ul><ul><li>Include the shortened URL in your Tweet or FB status update </li></ul></ul><ul><ul><li>When someone clicks on your shortened URL they will be redirected to your tracking URL </li></ul></ul><ul><ul><li>You’ll get lots of good data about the people that clicked your link </li></ul></ul>Combine Google Analytics & URL Shorteners for More Accurate Tracking
    18. 18. <ul><li>Start small and do a few things really well before expanding your efforts…don’t overwhelm yourself </li></ul><ul><li>Commit resources and time to be successful </li></ul><ul><li>Check out blogs/online resources – learn from what others are doing </li></ul><ul><li>Don’t be afraid to get out there and try some things </li></ul><ul><li>Use Google Analytics to track Web site/blog visitor activity so you can know what’s working and what’s not </li></ul>Final Thoughts…
    19. 19. Questions? <ul><li>Let’s Connect! </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: @JayLane </li></ul><ul><li>Web: </li></ul><ul><li>LinkedIn: </li></ul>